In an exclusive interview, Maruthy Ramgandhi, CTO, Snitch talks about how the brand is leveraging advanced technology to remain competitive in the fashion industry. By integrating strong infrastructure with innovative features, Snitch builds engaging customer experiences that foster loyalty. Ramgandhi points out how AI-driven analytics and personalised suggestions increase engagement, and features such as “Worth the Wait” make customers stick with the brand.
In the future, Snitch will launch 2-4 hour delivery services through hyperlocal logistics and AI-driven platforms. The brand is also piloting augmented reality (AR) and virtual reality (VR) for virtual try-ons, boosting purchase confidence and reducing return rates. With further investment in AI, AR/VR, and automation, Snitch aims to redefine the future of fashion, making shopping more dynamic and personalised.
How has Snitch leveraged technology to stay ahead in the highly competitive fashion space, and what key challenges have you overcome in this journey?
At Snitch, we see technology as both an enabler and a differentiator in the highly competitive D2C fashion space. While ensuring our tech infrastructure is robust enough to support seamless operations, we also focus on creating ‘WOW’ moments that enhance the shopping and delivery experience. This dual approach allows us to stand out, transforming routine transactions into memorable interactions that drive customer loyalty.
One of the key challenges we’ve tackled is balancing efficiency with innovation. In fashion retail, trends evolve rapidly, and agility in the supply chain is critical. We have continuously refined our supply chain processes to ensure we can swiftly adapt to demand fluctuations while maintaining operational excellence.
Additionally, our emphasis on technology-driven logistics has been pivotal. From AI-powered demand forecasting to real-time inventory management, we’ve built an ecosystem that enables faster, more reliable deliveries. This ensures that customers not only get what they want but get it when they want it—reinforcing our commitment to convenience and satisfaction.
Ultimately, our journey has been about more than just leveraging technology; it’s been about using it strategically to exceed customer expectations and redefine fashion retail in the D2C space.
Can you elaborate on the technology stack behind the app and how it enhances customer engagement, personalisation, and retention?
The technology stack behind Snitch 2.0 is built to elevate customer engagement, personalisation, and retention, seamlessly blending AI-driven insights with an intuitive shopping experience.
At the heart of Snitch 2.0 is AI-powered analytics, which tracks customer preferences, browsing behaviour, and purchase history to deliver hyper-personalised recommendations. This ensures that every shopper encounters styles curated to their tastes, making the shopping journey both seamless and highly engaging.
A key innovation is the “Worth the Wait” (WTW) feature, designed to keep customers engaged by offering exclusive previews of upcoming collections. This not only builds anticipation but also allows shoppers to wishlist their favorite pieces in advance. By analysing these preferences, Snitch can better forecast demand and optimise inventory, ensuring popular styles remain accessible.
Additionally, real-time notifications and dynamic content updates keep users informed about new drops, restocks, and personalised offers, fostering long-term engagement and loyalty.
By combining cutting-edge technology with an immersive, customer-centric experience, Snitch 2.0 redefines fashion retail—making every interaction more relevant, exciting, and worth returning for.
What inspired this innovation, and how do you see AI and predictive analytics playing a role in shaping future customer-centric experiences?
Our innovation is driven by the goal of creating a seamless, enjoyable, and customer-centric shopping experience. AI and predictive analytics play a crucial role in shaping this vision by enabling smarter, data-driven decision-making. We integrate these technologies to enhance every aspect of the journey. For example, we prioritise a smooth and error-free process by leveraging AI-driven inventory management and order fulfillment systems, ensuring customers receive their orders accurately and on time. By utilising predictive analytics, we stay ahead of fashion trends and continuously refresh our collections with the latest styles, offering designs that resonate with our customers and keeping them engaged. In today’s fast-paced world, speed and efficiency matter, which is why we use AI-powered tools to streamline the shopping experience, from personalised recommendations to quick and intuitive navigation, making it easier for customers to find and purchase what they love. By harnessing AI and predictive analytics, we’re not just optimising retail operations—we’re redefining the way customers interact with fashion, ensuring every touchpoint is smooth, stylish, and satisfying.
How is Snitch planning to implement 2-4 hour delivery services, and what logistical and technological advancements are being made to achieve this efficiency?
We are gearing up to implement a 2-4-hour delivery service by leveraging a combination of advanced logistics, strategic warehousing, and cutting-edge technology. The brand is optimising its supply chain by partnering with hyperlocal delivery providers and establishing micro-fulfilment centres in key metropolitan areas to ensure faster order processing and dispatch.
On the technological front, Snitch is integrating AI-driven demand forecasting and automated order management systems to streamline inventory allocation and minimise delays. Additionally, real-time tracking and route optimisation tools are being deployed to enhance delivery efficiency and ensure a seamless experience for customers. By combining these innovations with a strong logistics network, we aim to redefine fast fashion delivery, making trendy styles more accessible in record time.
What are your key focus areas for these investments, and how do you see technologies like AI, AR/VR, and automation shaping the future of fashion retail?
In 2025, our key investment areas will revolve around enhancing the customer experience through cutting-edge technology. One major focus is “Shop the Look,” where we are leveraging advanced image vectorisation and AI-driven algorithms to analyse customer purchase patterns and recommend complete, well-coordinated outfits. This approach not only simplifies the shopping experience but also boosts customer confidence by offering curated styling suggestions tailored to individual preferences. Additionally, we are introducing Virtual Try-Ons using Augmented Reality (AR) to bridge the gap between online and offline shopping. By enabling real-time visualisation of clothing and accessories, AR-powered try-ons will enhance customer decision-making, reduce return rates, and create a more immersive shopping journey. Finally, our focus on hyper-personalisation through AI-powered insights will allow us to deliver highly relevant product recommendations based on user behaviour, browsing history, and engagement patterns. This data-driven approach will ensure a seamless and personalised experience, ultimately increasing conversion rates and strengthening customer loyalty. With these innovations, we aim to redefine fashion retail, making it more intuitive, engaging, and tailored to individual style preferences.
Can you share details about Snitch’s plans for Virtual Try-ons and immersive shopping experiences, and how they will enhance customer satisfaction and brand engagement?
We are actively exploring Virtual Try-Ons as a key innovation to enhance customer satisfaction and engagement. By leveraging Augmented Reality (AR) technology, we aim to bridge the gap between online and offline shopping, making the experience more interactive and immersive.
With virtual try-on, customers will be able to see how different outfits, accessories, and styles look on them in real time—without having to physically try them on. This will increase purchase confidence, reduce guesswork, and ultimately lower return rates by ensuring customers make well-informed buying decisions.
Beyond convenience, this feature will elevate brand engagement by offering a personalised and futuristic shopping experience, especially appealing to our tech-savvy Gen Z and millennial audience. As we continue to invest in cutting-edge digital experiences, we see Virtual Try-Ons playing a crucial role in shaping the future of fashion retail, making online shopping more dynamic, efficient, and enjoyable.
AI and generative AI are transforming personalisation and predictive analytics in retail. How is Snitch leveraging these technologies to enhance customer experience, optimise inventory management, and drive data-driven decision-making?
We are embracing AI and generative AI to revolutionise personalisation, optimise inventory management, and make smarter, data-driven decisions in fashion retail. These technologies are shaping the future of shopping, and Snitch is leveraging them in key areas to enhance both customer experience and business efficiency. We are using AI-powered machine learning algorithms to deliver highly customised shopping experiences by analysing user behaviour, preferences, and past purchases. This helps us provide tailored recommendations that resonate with each customer’s unique style, enhancing engagement and boosting conversion rates. Additionally, we are exploring Augmented Reality (AR) and Virtual Reality (VR) for Virtual Try-Ons, allowing customers to visualise how clothes and accessories will look on them before making a purchase. This reduces uncertainty, lowers return rates, and creates a more engaging shopping journey. Snitch is also focused on omnichannel integration, ensuring seamless digital and physical retail experiences with AI-powered inventory tracking that updates stock in real-time across platforms, minimising disruptions. Furthermore, we are making sustainability-driven tech investments, using AI-driven demand forecasting to optimise inventory, reduce waste, and align with consumer demand for more sustainable practices. As these technologies require significant computational power, Snitch is balancing innovation with cost-effective scalability to ensure sustainability. We are also mindful of user adoption, gradually introducing AI-driven features to enhance convenience without overwhelming customers. Through these advancements, Snitch is redefining the fashion shopping experience, making it more intuitive, interactive, and personalised than ever before.
As Snitch continues to scale, what are your key future focus areas in terms of technology and innovation? Are there any upcoming digital initiatives or enhancements that you believe will redefine the D2C fashion experience?
At Snitch, technology and innovation are at the core of our growth strategy as we continue to redefine the fashion experience. Our key focus areas include enhancing personalisation, streamlining customer journeys, and leveraging AI-driven insights to improve user engagement.
A major upcoming digital initiative is the enhancement of the Snitch App, where we are introducing a Review Section—allowing customers to post pictures wearing Snitch products, share their experiences, and receive responses on their past purchases. This feature fosters a sense of community, builds authenticity, and enables new customers to make informed decisions based on real user feedback.
Additionally, we are continuously optimising our platform with AI-powered recommendations, seamless omnichannel integration, and interactive shopping experiences to make fashion discovery more engaging and convenient for our customers.